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Marketing

Marketing Highlights

Here’s your chance to see what goes on behind the scenes at a FIFA tournament as we take a look at the Marketing Highlights of our most recent events. Discover how our Commercial Affiliates connect with hundreds of millions of fans around the world and find out about FIFA-led initiatives that make such a positive social impact.

Who We Are

Based in FIFA’s Sonnenberg offices in Zurich, FIFA Marketing is a dynamic and diverse team of some 60 professionals from 18 countries, covering a wide range of fields of expertise within the sports business industry.

The FIFA World Cup is a competition staged on a scale
of massive proportions and it is abundantly clear that this could
not be achieved - and with such success -- without the support of
our commercial partners. It is FIFA's stated mission to not
only develop the game, but also to touch the world and build a
better future through our various development programmes and
humanitarian initiatives. Our sponsors are integral to making this
pledge a reality.

Joseph S. Blatter, FIFA President

Marketing Programmes

FIFA Marketing Programmes

In the mission to “Develop the game, touch the world, build a better future”, FIFA is constantly developing marketing programmes that allow football fans to interact with FIFA events. Find out more about FIFA’s commitment in this particular area.

FIFA Fan Fest™

The FIFA Fan Fest™ concept continues to build momentum and once more proved a stunning success in Brazil, consolidating the project as one of the very best ways for our Commercial Affiliates to engage with their target audience.

Sponsorship

FIFA World Cup™ Sponsorship Strategy

Ahead of the 2018 and 2022 FIFA World Cup™, FIFA will offer companies the opportunity to purchase regional sponsorship packages for the first time. Announced at the end of 2013, the new commercial structure will provide significant opportunities and value for interested companies.

Sponsorship – Appeal

The universal popularity and appeal of football makes it a common denominator for everyone, irrespective of gender, age, race and social standing. As a result, the FIFA World Cup™ represents one of the most effective global marketing platforms.

Additional event sponsorship

FIFA’s sponsorship structure for additional tournaments (which includes all tournaments except the FIFA World Cup™ and the FIFA Confederations Cup) is structured in two tiers. Find out more about this area, including Partners and National Supporters.

FIFA Partners

The FIFA World Cup™ is the most effective international marketing platform, reaching millions throughout the world. In order to be able to stage an event of such a scale, the support of Commercial Affiliates, who provide vital services and product support for the entire event's operations, is crucial.

Licensing

Brand Collaborations

Our brand collaborations are diverse as well as long-term in character and have a unique role within our Licensing Programme. FIFA has a long tradition of providing top-quality services and products to our 209 member associations and fans of our wonderful game.

Retail & Merchandising

Our licensed consumer retail outlets serve as the perfect event show piece for the promotion and sale of official licensed products. These retailers are the first points of contact for fans to see, feel and buy a “piece of the action”.

Philatelic programme

FIFA announced the continuation of its global philatelic (postage stamp) programme for Brazil 2014. FIFA’s current programme is a legacy of the FIFA Centennial Philatelic Programme, which was established in 2004 to celebrate FIFA’s 100-year anniversary.

Numismatic programme

FIFA’s numismatic programme has been attracting the interest of many national mints all over the world since 2004. Coins, medals and tokens are traditionally issued to commemorate FIFA’s signature events and the FIFA World Cup™ in particular.

Printed Media & Publications

For the 2014 FIFA World Cup™ and the FIFA Confederations Cup 2013, our exclusively appointed media supporter for the territory of Brazil is Editora Abril S.A., part of the Abril Group (Grupo Abril), the largest publisher in Latin America and one of its leading media companies.

Branding

Corporate Brand

The FIFA corporate brand is epitomised by our claim 'For the Game. For the World', while all of the programmes and activities undertaken fall under one of the three pillars of our mission: 'developing the game', 'touching the world' and 'building a better future'.

FIFA’s Event Brands

In order to deliver truly memorable events, FIFA consistently develops unique and distinctive event brands. These brands form the visual identity of each and every FIFA event, creating a fitting look and feel and contributing to the fan experience before and during the tournament, both inside and outside the stadiums.

Trophy

The FIFA World Cup Trophy has become the most sought after and recognised sporting prize in the world and holds a universal appeal that is unique to the sport of football. However, the current trophy is actually the second generation of the coveted prize.

Mascots

The Official Mascots have come to play an increasingly important role in the FIFA World Cup™. Cast as a variety of animals, fruit, vegetables and children (plus one or two abstract characters), their infectiously positive attitudes have added to the atmosphere of each competition in their own unique ways.

FIFA Quality Programme

The FIFA Quality Programme is offering an internationally recognised and dependable industry standard for quality and reliability in the areas where it matters to football players most: the equipment, surface, technology and services used for their game.

Brand Protection

In this section, you can find an introduction into FIFA’s Brand Protection activities. Investing time and resources to protect the brand is of paramount importance to FIFA in order to secure the revenue streams which fund FIFA’s football and social development initiatives as well as its men’s, women’s and youth competitions.